PERANCANGAN STRATEGI PENGELOLAAN PELANGGAN PT AMM DENGAN MODEL ACURA

• Main Author: Hanun, Alya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83379
• Institution: Institut Teknologi Bandung

PT AMM is a distributor that specializes in industrial-scale food ingredients processed through grinding. Among its products are powdered sugar (the main product), coarse sugar, and glutinous rice flour. Operating on a Business-to-Business (B2B) model, PT AMM generates revenue by selling its products to other companies. Its customer profile generally consists of companies in the food and pharmaceutical industries, which typically operate on both Business- to-Consumer (B2C) and B2B models. Despite being established nine years ago (2014), PT AMM's growth has been relatively slow, with an average annual growth rate of only 1.44% from 2017 to 2022. Additionally, due to the impact of COVID-19, PT AMM has experienced a significant decline in revenue, attributed to the decrease in purchasing power and subsequent reduction in demand from customers. To address these challenges, concrete action from the management team is necessary for PT AMM to overcome its current situation. One such action is the implementation of a customer management strategy using the ACURA model. This involves several steps, including identifying the initial conditions through auditing the value creation process, defining the business vision, identifying customer strategies using STP, identifying acquisition and retention strategies, and segmenting customers based on profitability and loyalty. Insights gained from the initial conditions identification process are then used as input for designing the customer management strategy, which includes acquisition, cross-selling and up-selling, retention, and advocacy strategies.